600: Gut health NPD - the claims problem that needs addressing

The gut health market is booming. But if you can't make a meaningful health claim, how do you build a commercially successful product?

Despite decades of research, billions spent on ingredients, and a consumer base that's genuinely hungry for gut health solutions, the industry faces a fundamental tension: the science is outpacing what regulators will allow on pack. 

In this episode of the Food Matters Live podcast, recorded at our Ascot event, our panel of experts debate where the real opportunity lies in gut health NPD - and where the industry keeps tripping itself up. 

They examine why the gut-brain axis is both the most exciting frontier and the hardest to substantiate for regulators; why one well-designed study will never be enough to unlock a claim, and why flooding the market with poorly powered trials actively damages the entire field.